Taking a camera out on an adventure is very much like a sea voyage — it can yield amazing results but it can also be seductively dangerous. Approaching the La Sardina DIY with this romantic "sea-faring into someplace else" view, Yong and his team painted it in a grey-color, common amongst naval vessels, and adorned it with white pencil illustrations inspired by vintage sailor tattoos.
Yong currently heads Somewhere Else where he and his team perpetually dream up solutions for a wide range of selected clients. Outside of work, Yong actively helps out in the design industry: having served jury duty for the Creative Circle Awards and Noise Singapore. In his free time, he dreams of parallel universes.
HIS LA SARDINA DIY
Covered in lucky charms and an extract from The Rime of The Ancient Mariner by Samuel Taylor Coleridge
“T’was right, said they, such birds to slay
that bring the fog and mist”
for good luck, a custom-made orange camera case/life vest and emblazoned with the Somewhere Else logo, his La Sardina is all set for the seven seas!
AN INTERVIEW WITH YONG
Watch as he retraces his journey from setting up his own agency last year to reopening the vats of thought that went into the customization of his camera!
SOMEWHERE ELSE TAKES US BEHIND THE SCENES…
Not only did they customize a case for the camera, Somewhere Else even did an exclusive “Making of” video documenting the entire process of customizing their La Sardina DIY!
ABOUT THE LA SARDINA WARDROBE EXHIBITION
La Sardina Wardrobe Exhibition Singapore
September 21 – October 14 @ 12pm – 9pm
Featuring MOJOKO, Eric Foenander, Monster Gallery, Yong, Kitt Santos, David Chan, Astralrae, MASH-UP, Clare Marie Ryan, Speak Cryptic and Bradley Foisset
Get ready to sail the high seas with our new La Sardina collection! These 35mm cameras are equipped with spectacular wide-angle lens, multiple exposure capabilities, and a rewind dial—everything you need for fun-filled and thrill-soaked escapades. Get your own La Sardina camera now!